The Impact of Instant Food TV Advertising on Children Buying Behaviour: A Study of Nestle Lanka (Pvt.) in Sri Lanka
Abstract
TV advertisement is well known direct promoting apparatus for advertisers across the world. This study aims to open to cost-effective ways for marketers to promote their products and services in Nestle Lanka (Pvt) Ltd. Consequently, advertisers ought to comprehend the outcomes of acknowledging TV advertisements on consumers’ buying behaviour. This study sought to analyse the impact of TV advertisements on children’s buying behaviour in the instant food industry in Sri Lanka. Primary data was assembled through a questionnaire among 200 respondents from selected five supermarkets in the Matara District. Descriptive analysis, correlation analysis, and multiple regression analysis were employed to assess the impact between the independent and dependent variables. This study uses IBM SPSS 20.0 version. It was founded on inventiveness, celebrity endorsement, knowledge, and frequency impact on purchasing behaviour and the impact of creativity is the critical factor that mainly influences buying behaviour in the instant food industry. Finally, this study assists marketers in developing their TV advertisement strategies.
DOI: https://doi.org/10.4038/jm.v16i2.7630 | Journal eISSN: 1391-8230
Language: English
Page range: 45 - 55
Published on: Dec 30, 2021
Published by: South Eastern University of Sri Lanka
In partnership with: Paradigm Publishing Services
© 2021 P. H. E. S. B. Deshapriya, M. B. M. Ismail, published by South Eastern University of Sri Lanka
This work is licensed under the Creative Commons Attribution 4.0 License.